Pluto
Placeholder
SCHOOL
CareerFoundry
Focus
UX/UI Designer
Timeline
Nov '20 - Jul '21
Context
The problem
While Generation Z and Millennials are more inclined to invest in the stock market than previous generations, there is a gap in the market for products that resonate with their communication styles and habits.
The solution
To attract new generations to the financial world in a responsible and engaging way, Pluto offer a slight gamified investing and wealth management platform, facilitating online connections and support among peers, while also offering formal guidance about risks, professional analyst ratings and learning tools.
The Process
Emphasising
Competitive Analysis
User Survey
Key Insights
Competitive Analysis
To understand the market surrounding the stock market, I conducted a competitive analysis of Revolut and Reddit using the S.W.O.T. (Strengths, Weaknesses, Opportunities, and Threats) framework. This approach allowed me to identify market gaps and potential concepts to address them. Further research showed a growing interest in investing among younger generations.
User Survey
I ran a survey with participants between 25-40 years old. The survey was a great method to collect data relatively quick.
Key Insights
1
Financial interests
Most non-experts liked the idea of using financial tools to grow their savings, but they often lack a personal interest in finance.
💭 Hypothesis:
A personalised feature could help users stay informed about news relevant to their specific investments and financial goals.
2
Social habits
Users feel more confident when observing the moves of other investors. However, many prefer having a private account using nicknames and no photos when sharing their experiences.
💭 Hypothesis:
A social media feature that allows investors to exchange ideas while keeping their true identities private could be beneficial for users.
3
Impediment
Users who are not financial experts often feel overwhelmed by the excessive amount of technical information, which can lead them to give up on investing.
💭 Hypothesis:
Simplifying technical terminology and allowing users to observe the activity of more experienced investors could give users with a starting point.
Define
User Personas
User Personas
Based on the findings I developed two personas, Sara and Matt, to highlight the needs and frustrations to be addressed. Sara has a spontaneous personality, she is more open to taking risks and is focused on the present moment. In contrast, Matt prefers to have a structured plan and a long-term goal to work towards.
Ideate
User Flow
Card Sort
Sitemap
User Flow
Keeping my personas in mind, I mapped out user flows. This allowed me to outline the user paths and functions needed to achieve specific goals, and to understand users’ feelings and expectations at each step of the process.
Card sort
I also conducted a hybrid card sorting exercise, combining both open and closed methods. Following the results of the card sort, I made adjustments to the sitemap accordingly.
Sitemap
I created a sitemap to organise the platform's hierarchy, showing its main sections, subdivisions, and filters.
Initial Wireframes
With the site structure created, I began sketching my initial ideas for Pluto’s interface.
Validate
🔍 Test Setup
Participants
6 participants
28-40 years old
Familiar to UK online banking
Remotely interviewed using Zoom
Gaal
Observe whether the features and buttons felt intuitive and easy to access
Determine if users understood Pluto’s proposition.
Process
Write and develop a test script
Rainbow Spreadsheet - organise the data using the Jakob Nielsen method of severity ratings to grade any usability problems
Affinity Map - Identify the most common comments and observations
⚠️
Critical Issues Identified
1
Refine - Home
Using a combination of pen, paper, and Figma, I gradually increased the fidelity of my prototypes. Through user testing and peer reviews, I got sufficient data to refine the design and create a branding that's simple yet recognisable.
I also conducted a preference test regarding the naming of the landing screen screen. Out of 13 participants, 8 preferred the header to be ‘Home’ instead of ‘Pluto’
2
Refine - Stocks
The original wireframe included multiple sub-sections and a header with navigation controls, but this added unnecessary complexity at this stage. I explored different ways of organising the content and simplified the structure to reduce reliance on sub-menus, focusing instead on what information is most relevant to users.
The redesigned Investment section acts as a high-level overview, surfacing key portfolio insights first, with content grouped into clear sections and supported by “see all” actions for deeper exploration. This approach improves hierarchy and reduces cognitive load, while still leaving room to scale into more detailed sub-sections as the product evolves.
3
Refine - Feed
Users were unclear about the purpose of the Feed, as it combined social activity, group discussions, and news into a single space. I refined the experience by removing News from the Activity feed and repositioning it within more relevant contexts, such as the Homepage and Investment, where users are more likely to engage with it. This allowed the Feed to focus purely on social interactions.
I also redesigned the comments interaction, replacing the drop-down with a modal. The drop-down was inefficient with longer threads, creating friction when expanding and collapsing replies. The modal provides a more scalable and focused space for conversation, improving readability.
Get in touch
a.galvao@outlook.com
linkedin.com/in/amanda-galv/
@2026 London